Mazda has so far been, well, reluctant when it came to newfangled powertrains. Now they can’t help it any longer and announce their intention to jump on the electric train. Mazda announced today that it is working on a plug-in. It is an electrified version of what Mazda sells as the Demio in Japan, or as the Mazda2 in most other markets. The pluggable Mazda will be available in spring of 2012. In a way.
The electrified Mazda will have a range slightly better than the competition: 200 kilometers, or 124 miles. Nevertheless, Mazda thinks the public isn’t ready for it.
The car will be leased mainly to local government and corporate users. ”Electric vehicles are useful for people who travel within a short distance,” Mazda President Takashi Yamanouchi said at a press conference in Tokyo, while The Nikkei [sub] was taking notes. In other words: Pizza delivery, low-ranking local government.
The car also won’t be cheap. The sticker of the car will be 2.5 million to 3 million yen ($30,000 to $36,000) – after subsidies. That’s about double the gasoline-powered option. No wonder they see only limited market potential in the car.
Just when you thought Mazda’s advertising couldn’t get any worse, they take pics of a Mazda3 parked beneath rusting drums of toxic waste. Great positive associations there, Mazda! I guess the scenic beach, beautiful mansion, urban nightscape, and autumn forest backdrops were all called for?
…those barrels are in fact a decorative water fountain constructed of colorful recycled material with a deliberately-oxidised patina; doubtless chosen for its contrast against the vivid green car…
Did you ever hear of contrast? I think they’re supposed to be oil drums. Dirty old oil drums, sparkling green electric? Get it?
I guess it’s like a joke, if you have to explain it, it’s too late. Either you’re not part of the target audience, or Mazda really did miss the boat on this one.
It’s a 2.
It’s a green number 2. Is that healthy?
“Mazda has so far been, well, reluctant when it came to newfangled powertrains.”
They were one of the first to use the rotary engine, way back in the 70’s.
And they got slammed hard during the first energy crisis for it. The rotaries have a reputation for using a lot of fuel (and motor oil), and IIRC Mazda sales cratered in 1974. It took them a while to get back to financial health after that experience.
That is about what a Leaf costs if I am not mistaken. Batteries are very expensive.
Mazda’s sales are flat. They should boost their ‘normal’ car sales before adding novelties.